Accor Hotels Case Study

LOCATION:
Sydney Exhibition Center

TRADE SHOW:
Australasian Gaming Expo

CLIENT:
Accor Hotels

CLIENT OBJECTIVE:
Brand Awareness of their new Gift Card

CLIENT TESTIMONIAL:

 

 

OPPOSITE STAND TESTIMONIAL

 

 

PERSONAL NOTE:
Personally as a Marketing professional I prefer to generate leads, but as Much as I suggest this strategy in the end The client gets what they want and Brand awareness is what I achieve.

CLIENT BRIEF:
Convey the Accor Gift card message to the largest possible number of people focusing on Club Owners, plus provide an experience at the stand that people would come back to see and talk about throughout the expo, all while maintaining the Accor Brand.

CHALLENGES:
One of the major challenges of the Australasian Gaming expo was the huge amount of NON CUSTOMERS. Everyone who works in clubs attends the event from Bar staff on their day off, to hotel managers and everything in between. What the client didn’t want was the stand full of non-customers (understandably) and they wanted to target club owners and those staff & management who were in charge of offering poker-machine prizes. (as the cards make great prizes)

PREPARATION:
In order to get inside the heads of the Accor Marketing team I had intensive product knowledge sessions where I learned the Accor brand and of course the Gift cards and how they worked, how they were packaged, how they benefited the end customer and how they benefited the clubs that would use them as their prizes. This Preshow learning was at no cost to Accor hotels

Study included:

The Product (Gift cards)

The end user

the Club promoters

Accor Brand and environment.

The Different brands within Accor (Novotel, Ibis, All seasons etc) See this page as there are many many brands within Accor

THE CORE MESSAGE GIVEN TO ME BY ACCOR:
It’s a holiday in a card. (yeah I know not much to go on)

MY ANGLE:
Instead of promoting just the holiday in a card at anyone of the 900 Accor Hotels around the country and different price sizes, we wanted to promote also what the Holiday in a card represented, and to touch people on an emotional level.- To connect on a human level the card to the end user. Its a reward to spend more time with your friends family and loved ones – this had a more personal touch as apposed to seeing a banner with a picture of a family on a beach (which is what most of the hotels do) The bulk of the expo was products and technology- with not much human connections – and that gave us the advantage.

THE PRESENTATION SYNOPSIS:
My presentation was based on revealing the benefits of the “holiday in a card” (900 hotels {high end and low end hotels}, different sized value of cards) plus focusing on connecting with your loved ones – friends family and loved ones, as these are what many people relate to when they go on a holiday. It was not about going on a holiday by yourself but the positive emotion of having a break with those closest to you. Not just selling the features but also the benefits of a holiday.

By adding the human connection of emotion to the presentation we were able to draw out peoples emotion and relate our product closer to the end user. (which worked extremely well)

THE PROBLEMS:

There were many hotels within the Accor brand and I was provided full info packs of each hotel which was information overload- too much information and most of it was not really selling the Hotels or the gift cards.

THE SOLUTION:

Streamline solidify crystalize the communication process, I created a pitch that reduced all the information into 3 things that promoted the Accor brand, the card and the benefits of how the card could be used as a great poker machine gift or prize. with hundreds of other exhibitors at the gaming expo, and promoting a product in competition for visitors attention against poker machines and casino’s we had to reduce and keep it simple so that the information could be retained. Hitting the visitors with 101 facts would have meant that they don’t remember anything.

WHAT ARE THOSE “3 THINGS?”

Accor is still a client so sorry I will not reveal marketing messages here. (plus I don’t want others stealing my ideas) In marketing it’s important to not reveal every single piece of information, My clients come first.

 

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